PCP act as a strategic financial partner to companies who need additional funds to expand and realise their potential, by providing tailored funding solutions. With their long history of active and contrarian investing in primarily equities dating back to 1969 through its founding parent Proventus, PCP is today among Europe’s leading funding partners for entrepreneurs and mid-sized companies. SDL was assigned to redefine the brand after a name shift and to develop
the visual identity, tonality and digital presence.
Images in collaboration with photographer Olov Karlsson.
The serif word mark combine historic references of inscriptions and cuneiforms often witnessed on bank facades, with contemporary geometry and modern simplicity. It represents PCP’s long-term strategic and contrarian thinking that gain trust from their partners.
Investing in mature companies in various industries like PCP does, is not just about seeing their partners’ business in its entirety but also about understanding the world as a whole. An attempt to visualise this holistic thinking in the identity was to create geometric patterns that equally well work on their own or paired when they form an even greater structure.
Still life images not just tells the story of every investment, but elevate its importance and dignity to PCP. It also represent the great variety and diversity of the portfolio, which in the last decade have been increasingly active in supporting European companies’ and industries’ transition to a greener, more equitable and competitive future.
The geometric illustrations can be forever repeated and altered to adapt to new contexts, yet sharing the common basic shapes and styles that is constant throughout infographics and presentation materials.
The new visual identity for PCP is formed to build trust and to capture the professionalism and contrarian thinking of PCP. Few timeless assets that can be played around with, adapting to different contexts and needs to communicate.